After the statements made by the President and CEO of the highest motorsport class, Stefano Domenicali, allow us to attempt to analyse the section of the viewers that Liberty Media wishes probably the most: the younger era.
The phrases spoken by Formulation 1 President and CEO Stefano Domenicali in a widely known Italian podcast have sparked important dialogue amongst followers and insiders of the game. The Imola-born supervisor touched on many matters about the way forward for the collection he leads, focusing primarily on one particular a part of the viewers – the so-called “forgetful” group: the younger individuals.
Demographic profile of Formulation 1’s audienceAccording to Stefano Domenicali, Formulation 1 has roughly 827 million followers worldwide. Nevertheless, the typical age of its followers is round 42 years, exhibiting a predominance of a extra mature viewers. A couple of quarter of the followers are underneath 35 years outdated.
In the USA, the state of affairs seems barely extra beneficial, with a median age of 38 and round one-third of followers underneath 35, due to the rising curiosity that emerged through the pandemic. In the UK and Italy, nevertheless, the typical age rises to 45–47 years, with solely about one in 5 being younger followers. In Asia, significantly in China, the profile is extra dynamic: the typical age is 35, and over 40% of followers are underneath 35, a pattern supported by the combination between Formulation 1, video video games, and know-how.
These figures come from systematic research and present how Formulation 1 is commonly handed down like a household custom. Amongst younger individuals aged 18 to 24, also referred to as Technology Z, solely about one in eight follows the game commonly, in comparison with nearly 4 in ten preferring soccer.
Structural challenges in attracting younger audiencesThe high class of motorsport faces intrinsic boundaries that restrict its attraction to these underneath 35. Three essential elements might be recognized.
Firstly, the excessive value of entry. A ticket for a Grand Prix ranges between 300 and 800 euros, not together with journey and lodging, making it a luxurious out of attain for a lot of younger individuals with a median month-to-month earnings of about 1,200 euros within the European Union. Tv subscriptions, resembling these provided by Sky or DAZN, additionally include excessive prices. Consequently, many younger followers uncover Formulation 1 by free content material on platforms like YouTube or Instagram as an alternative of watching full races. For instance, on the 2024 Italian Grand Prix, just one in seven spectators was underneath 30, whereas most got here from households with premium packages.
Secondly, the technical and regulatory complexity. The foundations require specialised data, akin to a complicated technical guide. Race classes final round two hours, plus observe and qualifying, demanding an extended consideration span – in distinction with extra concise codecs resembling basketball video games or quick movies on social media. In keeping with a 2024 research, greater than half of younger viewers who attempt to comply with Formulation 1 cease after three occasions, citing problem in understanding and a way of disengagement.
Thirdly, the game’s picture is perceived as elitist. Drivers journey by personal jets, sponsors embody luxurious manufacturers, and the circuits are sometimes positioned in unique locations like Monaco. This notion distances younger audiences who dwell in shared city environments and miss relatable tales, like these of rising athletes in soccer.
The accountability of the youthful audienceThe relationship, nevertheless, just isn’t one-sided. Younger individuals face distractions that cut back their curiosity in such a sport. It’s not a scarcity of predisposition however moderately fierce competitors from extra instant alternate options, resembling video video games like Fortnite, streaming collection, or sports activities like UFC and soccer, which supply stronger social and viral engagement. Formulation 1 requires persistence to study its guidelines and a long-term dedication – points much less aligned with the expectations of fast, shareable pleasure.
A 2024 survey carried out amongst hundreds of people underneath 24 confirmed that 38% think about Formulation 1 “not very participating”, 25% “too costly”, whereas solely 12% comply with it persistently. Nevertheless, as soon as they’re launched to the game, 70% develop a long-lasting curiosity, drawn by the adrenaline, technique, and rivalries.
Formulation 1’s initiatives to draw new fansLiberty Media has adopted a number of strategic measures to reverse this pattern. Since 2017, the Netflix documentary collection “Drive to Survive” has generated 20 million new followers, 60% of whom are underneath 35, by highlighting human points resembling rivalries and private tales. In 2024, whole world viewing hours reached 1.5 billion, with a 15% enhance amongst youthful audiences.
For 2026, the introduction of latest road circuits like Madrid and the enlargement of free content material on cellular functions are anticipated to extend the variety of followers underneath 25 by 10%. In the USA and the UK, the share of younger followers has already reached 35%.
This sport nonetheless faces important boundaries for youthful audiences, requiring larger monetary accessibility, clearer communication, and extra inclusive storytelling. Younger individuals, on their aspect, don’t present an inherent aversion however demand a extra dynamic method that matches trendy media habits. Formulation 1 stays a sport of excellence, outlined by engineering innovation, dramatic pressure, and excessive pace. Its future success will depend upon its capacity to adapt to an evolving viewers.
Nov 1, 2025
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